Future of TV Briefing: How outcome-based measurement may figure into this year’s upfront market

This week’s Future of TV Briefing looks at how business outcome measurement and guarantees may figure into this year’s upfront market.

• The outlook for outcomes
• WTF is server-side ad insertion?
• Apple’s TV ad sales staff, Netflix’s live sports portfolio, Facebook’s AI video recommendations and more

TV and streaming advertising remains predominantly a game of reaching as many people as possible. But generating results from that reach — such as foot traffic to stores and downloads of mobile apps — has been a growing consideration among ad buyers and sellers and may play a bigger role in this year’s upfront market.

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